Objectives.
Bonds were looking for innovative ways to leverage their rich customer data sets. One of their key objectives being to utilise what they knew about their customers to create meaningful segments that would help to inform their digital marketing approach beyond EDM, driving greater efficiencies across the business, both online and offline.
Strategy.
Working in close collaboration, we established establish a framework for segmentation based on 2 key elements:
- Known customer value & purchase behaviour (high vs. low value and offer driven vs. full price); and
- Time since last purchase (Active vs. Lapsed).
These segments were then uploaded into both paid search and social channels using our preferred DMPs. This enabled us to include/exclude segments, deliver bespoke messaging and bid differentially based on the objectives of the currently active campaigns.
Matching these segments with existing intent signals, such as browsing behaviour, search and location, meant we were able to deliver the right message, in the right place at the right time to support conversion.
Results.
Return on ad spend for these segments is now at least double the account average (one segment is at 4x) and we’ve been able to successfully reactivate a high % of Bonds’ highest value lapsed customers at less than half the average CPA.
